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You gotta earn it.
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GSC
(inside out)
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We’d only solved
some of the problems.
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GSC
(inside out)
???
(Outside in)
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Building content
is hard.
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Especially when
there’s no data.
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Topics keyword
Vs
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a topic = a subject.
It’s the thing you’re
writing about.
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a keyword = an
important word used
while talking about a
subject.
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Keyword Research
isn’t the answer.
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Resources
https://bit.ly/MozCon2022
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Here’s our process.
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1. 2. 3. 4.
Client
Goals
Gather
Data
Analyze
Data
Choose
Topics
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Who is your ideal
customer?
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What services do
you offer?
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What is most
profitable?
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What is a
conversion worth?
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How do you make
money?
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When do you make
your money?
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Where do you make
your money?
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What questions are
tied to conversions?
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What is your
sales process?
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How can
content support
the sales process?
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1. 2. 3. 4.
Client
Goals
Gather
Data
Analyze
Data
Create
Topics
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We don’t know what
Google knows,
we only know what
they show us!
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Google shows us
relationships in a few
places.
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Knowledge Graph
Search API, the SERPs,
autocomplete, KWP
data & Google Trends.
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Wikipedia
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Wikipedia makes up
over 67% of the sources
for tracked Knowledge
Panels.
- Kalicube Pro.
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Related Topics!
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SERPs
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Get Related
searches
+
People also ask
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Autocomplete
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What is it?
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Google Trends
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1. Enter query
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1. Enter query
2. Edit geo region to state.
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1. Enter query
2. Edit geo region to state.
3. Download Related topics +
Related queries CSVs
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1. Enter query
2. Edit geo region to state.
3. Download Related topics +
Related queries CSVs
4. Add the terms to our
Google Sheet.
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That would never scale
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You can get the data
with APIs.
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Related Queries
from Google Trends.
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Steps
- Get Data
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Steps
- Get data
- Remove irrelevant terms
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Steps
- Get data
- Remove irrelevant terms
- Enrich with keyword metrics (via API)
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Steps
- Get data
- Remove irrelevant terms
- Enrich with keyword metrics (via API)
- Get More Data
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Human curation
at each step
is key.
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Bicycle
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22
Search Terms
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After 2 cycles it’s getting
useful.
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139
Search Terms
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974
Search Terms
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Within 15 minutes you can
build something
extraordinary.
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4K+
Terms
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Pump your brakes.
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4k search terms
=
messy messy data viz.
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1. 2. 3. 4.
Client
Goals
Gather
Data
Analyze
Data
Create
Topics
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Force Directed Tree
STILL NOT THERE!
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Circle Packing
CLOSER
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Sunburst
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Could this help get
buy in?
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Most SEOs would
probably prefer this.
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Clustering Methods
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Manually works,
but = many hours
poring over
spreadsheets.
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Google Keyword
Planner
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A great idea
from Nico Brooks
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1. Enter query
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1. Enter query
2. Look at data
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1. Enter query
2. Look at data
3. Add keyword ideas
as ad groups
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1. Enter query
2. Look at data
3. Add keyword ideas
as ad groups
4. Download campaign
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1. Enter query
2. Look at data
3. Add keyword ideas
as ad groups
4. Download campaign
5. Use it to guide SEO
topics.
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SERP Similarity
The current tooling
gold standard.
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Use machine learning to
compare search results to
cluster search terms into
groups or clusters.
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Engineering Challenges
ARE SIGNIFICANT.
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Lee Foot’s Colab
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Feed it your CSV +
it outputs them
into useful clusters.
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Elias Dabbas
@eliasdabbas
creator of advertoolz library
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Using Regular expressions,
we can build a pretty useful
customized classifier.
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Find your way to
explore the data
that works for you!
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For me, easy analysis =
Google Data Studio
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Clusters
+ their
queries
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Intent
(via API)
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Sub-Intent
(via custom classifier)
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GSC
Trends
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Compare your
search terms to GSC
to find content gaps
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GSC
Trends
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This
analysis
was a
piece of
cake in
count.co
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GSC
Trends
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thanks to @jroakes for the framing.
Position
Bucketing
(via GSC)
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1. 2. 3. 4.
Client
Goals
Gather
Data
Analyze
Data
Create
Topics
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Target topics that:
- align to client goals
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Target topics that:
- align to client goals
- have high search volume
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Target topics that:
- align to client goals
- have high search volume
- have conversion intent
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Target topics that:
- align to client goals
- have high search volume
- have conversion intent
- and we can rank for.
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noahlearner #MozCon branch.tools
Target topics that:
- align to client goals
- have high search volume
- have conversion intent
- and we can rank for.
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Build internal links to
match the related
queries we found in
Trends.
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What’s Next?
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Build content briefs
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Publish content
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Use GSC data
to optimize
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You gotta earn it.
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You gotta earn it.
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noahlearner #MozCon branch.tools
Resources
https://bit.ly/MozCon2022
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noahlearner #MozCon branch.tools
Stay in touch!
[email protected]
linkedin.com/in/noahlearner/
@noahlearner
@thekraken